Misen Holiday Campaign
Skills: Creative concepting, Design, Collaboration, Art Direction
Holiday was the company’s biggest revenue season. The main goals included promoting hero products, upselling with smaller items, and encouraging customers to shop early to mitigate supply chain challenges.
The target audience consisted of existing Misen customers shopping for loved ones and new customers discovering the brand, either for personal use or holiday gifting. While Misen’s customer base primarily skewed male and aged 40–60, the aim was to appeal to the broadest audience possible.
In analyzing the 2020 holiday campaign, the photography lacked a distinct seasonal feel, appearing more evergreen than festive. For the new campaign, the goal was to create a more festive and comforting holiday aesthetic through design and photography. I focused on establishing a distinct color palette that could unify all holiday assets and introduced enough variation in graphic applications to reduce customer fatigue.
GRAPHIC EXPLORATION
After establishing the photo direction, the next major challenge was determining the graphic direction. Through extensive exploration, I developed a style that complemented our photography, felt seasonal yet on-brand, and offered enough variation to scale effectively. This approach also ensured it could be easily replicated by other designers and videographers.
DESIGN
Small seasonal updates like logos and cart checkout to tie the campaign into all aspects of the customer funnel.
Black friday
Black Friday was a high-stakes event for Misen, making it crucial to stand out in crowded inboxes. Below are examples of emails I designed for Black Friday, incorporating the campaign’s graphic styling and collaborating with the photo team to create assets that conveyed a strong sense of urgency.
advertising
Equally important as emails, ads adopted the same cohesive look and feel of the campaign. Below is a small selection of Facebook ads I created. In addition, I produced banner ads, Instagram Story ads, and more to ensure consistency across all platforms.
Mystery Deals
The Mystery Deals campaign was a holiday sub-campaign designed to drive early-season sales by offering bundle discounts. Its goal was to keep customers engaged and incentivize them to open our emails. These emails directed recipients to the Mystery Deals landing page, where they could explore and take advantage of the offers.
emails
Here is a small selection of other emails I designed during the season. While they didn’t belong to a specific campaign, they still reflected our cohesive holiday styling to maintain brand consistency.
